Ricardo Mattos Jahn

Ricardo Mattos Jahn https://ricardomj.com Ricardo Mattos Jahn Thu, 01 Apr 2021 20:14:21 +0000 https://ricardomj.com en Rock in Rio https://ricardomj.com/Rock-in-Rio Thu, 01 Apr 2021 19:49:37 +0000 Ricardo Mattos Jahn https://ricardomj.com/Rock-in-Rio    Itaú / Rock in Rio 2019  My role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social and on the festival, Social Media and Influence/Creators; Partnership with the media team in the strategy and execution of content distribution;Team management: Marketing Itaú (Social & Content), Mutato and Africa (agencies), Twitter (Creators), Movid (Video Production).   + Top of Mind Branded of the festival; Brand attributes and awareness with key results. CONTEXTEnhance awareness and brand attributes, connecting Itaú with the language of Pop culture, with more representativeness and diversity. With the challenge of overcoming the successful campaign of 2017, the content strategy was focused on bringing the festival's energy to the Itaú arena (in loco) and to the brand's digital channels. With a structure in São Paulo (media and creative team, community managers) and a location at the festival itself (producer, creators and artists), we capture, edit and produce content 24/7 throughout the festival period, through social networks and TV. The live content worked so well that it resulted in a branded spot for TV. REAL-TIME CONTENT       FIFA Women's World Cup https://ricardomj.com/FIFA-Women-s-World-Cup Thu, 01 Apr 2021 19:49:37 +0000 Ricardo Mattos Jahn https://ricardomj.com/FIFA-Women-s-World-Cup <img width="594" height="1050" width_o="594" height_o="1050" data-src="https://freight.cargo.site/t/original/i/08dd9bd0ae259d4e97b2f173598dc6d6c1f29451524f4fefd4e4322eb869263f/Captura-de-Tela-2023-02-27-as-16.32.36.png" data-mid="169905962" border="0" data-scale="22" src="https://freight.cargo.site/w/594/i/08dd9bd0ae259d4e97b2f173598dc6d6c1f29451524f4fefd4e4322eb869263f/Captura-de-Tela-2023-02-27-as-16.32.36.png" /> <img width="2880" height="1618" width_o="2880" height_o="1618" data-src="https://freight.cargo.site/t/original/i/7c5a1f6dc3cf761a3d63be210a227c80c0211e1c253b1c3af9e62d71d288e1ad/todas.png" data-mid="104462073" border="0" data-scale="69" src="https://freight.cargo.site/w/1000/i/7c5a1f6dc3cf761a3d63be210a227c80c0211e1c253b1c3af9e62d71d288e1ad/todas.png" />   Itaú / FIFA Women's World Cup (2019) / #EuTorçoPorTodas My role: Campaign pitch / Lead Branded Content Campaign, Live Marketing for social, Social Media and Influence/Creators; Partnership with the media team in the strategy and execution of content distribution; CONTEXTWithout ever having made a massive campaign on the sponsorship of the Brazilian women's football team, we took the project “Eu Torço por Todas” to Itaú's marketing board, indicating the importance of positioning itself as a sponsor of all Brazilian football teams and support the female team with our communication power. I led the entire digital content campaign for the brand, with a “war room” for real-time content throughout the event. FIFA Men's World Cup https://ricardomj.com/FIFA-Men-s-World-Cup Thu, 01 Apr 2021 19:49:37 +0000 Ricardo Mattos Jahn https://ricardomj.com/FIFA-Men-s-World-Cup <img width="800" height="332" width_o="800" height_o="332" data-src="https://freight.cargo.site/t/original/i/8d8531ae4bcce05fbf357d898a30968dbd38f1bb03308a7f6c56aaf378097d4c/landing_desktop_3_800.jpeg" data-mid="107262278" border="0" data-scale="100" src="https://freight.cargo.site/w/800/i/8d8531ae4bcce05fbf357d898a30968dbd38f1bb03308a7f6c56aaf378097d4c/landing_desktop_3_800.jpeg" />   All Episodes:   Itaú / FIFA Men's World Cup (2018) My role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social, Social Media and Influence/Creators; Partnership with the media team in the strategy and execution of content distribution; Team management: Marketing Itaú (Social & Content) Africa, DM9DDB and Sunset (agencies), Twitter (Creators). + Brand attributes and awareness with key results. + FIFA World Cup 2018 (Itaú) - TOP Ranking / Share of Voice on Twitter. Very important to say that as an official sponsor of Brazil National Team, we ceased our communication in July 6th (Brazil x Belgium), and the brand on the first place, an official sponsor of the event, continued till the final.Read more here. +YouTube Global Ads Leaderboard 1st place (Itaú) / FIFA 2018 World Cup. Read more here. Entrelinhas: Heitor Dhalia, with Paranoid Productions. Uma Paixão que nos Une: VICE Productions. CONTEXT Enhance awareness and brand attributes, reinforcing the position of official sponsor of the Brazilian football team. In this project I developed the “Entrelinhas” series and led its campaign (digital and off), as the “war room” for real-time content and the concept and production of the mini-series “Paixão que Une”, presented by artist Thaíde, produced by VICE. ENTRELINHAS: In a year full of political crisis in Brazil, we led a conversation about essential values for the Brazilians. I developed the creative concept of a documentary with the national team coach, Tite, at the Maracanã stadium, where he would share stories that would talk about values that the Brazilian people carries inside and outside the field lines. All of the films of the series were directed by the movie director Heitor Dhalia. Leia Para Uma Criança https://ricardomj.com/Leia-Para-Uma-Crianca Thu, 01 Apr 2021 19:57:48 +0000 Ricardo Mattos Jahn https://ricardomj.com/Leia-Para-Uma-Crianca <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/28e2192ce954a5c43b9b2cc0a2d946d33bbcd7026f96e8d482d46391dd5fa5b2/leia01.png" data-mid="105661995" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/28e2192ce954a5c43b9b2cc0a2d946d33bbcd7026f96e8d482d46391dd5fa5b2/leia01.png" /><img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/230870dd8543a218096feb0b21fa78a71f3689cdd47f1fee25eb1f65af7e8225/leia02.png" data-mid="105661996" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/230870dd8543a218096feb0b21fa78a71f3689cdd47f1fee25eb1f65af7e8225/leia02.png" /><img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/8533f55f28cdd3305667d51bb2631270636048664896da39701d59b7a1511a5d/leia04.png" data-mid="105661997" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/8533f55f28cdd3305667d51bb2631270636048664896da39701d59b7a1511a5d/leia04.png" /> Itaú / Leia Para Uma Criança (2019)  My role: Content Strategy Concept for the real stories on the campaign. Team management: Marketing Itaú (Social & Content) DPZ&T, Renan Benedito (Briefing and script). CONTEXTWith an impactful real story as the guiding narrative of the campaign, I developed a strategy to expand real stories, outside the south / southeast axis, traditionally used as a background. To show the limitless power of encouraging reading to children, we look for stories on Salvador ghetto’s, through the special look of the photographer and film director, Renan Benedito, an artist born and raised in Salvador. <img width="1886" height="1218" width_o="1886" height_o="1218" data-src="https://freight.cargo.site/t/original/i/7ddc266bd8d3771ad6b2cbd97d11a172bb93f51215335635e0e10ff00302829c/Screen-Shot-2021-04-18-at-21.44.34.png" data-mid="105662040" border="0" src="https://freight.cargo.site/w/1000/i/7ddc266bd8d3771ad6b2cbd97d11a172bb93f51215335635e0e10ff00302829c/Screen-Shot-2021-04-18-at-21.44.34.png" /> Coleção de Histórias Reais https://ricardomj.com/Colecao-de-Historias-Reais Thu, 01 Apr 2021 19:58:47 +0000 Ricardo Mattos Jahn https://ricardomj.com/Colecao-de-Historias-Reais <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0a6294febe628abfc980db42d91815c24b65288578a2742d50d0d2454ffffe4e/Captura-de-Tela-2023-02-27-as-17.10.26.png" data-mid="169908218" border="0" data-scale="63" src="https://freight.cargo.site/w/1000/i/0a6294febe628abfc980db42d91815c24b65288578a2742d50d0d2454ffffe4e/Captura-de-Tela-2023-02-27-as-17.10.26.png" />     Itaú / Leia para uma Criança (2018): Coleção de Histórias Reais  My role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social, Social Media and Influence/Creators; Partnership with the media team in the strategy and execution of content distribution;Team management: Marketing Itaú (Social & Content) DPZ&T and Mutato (agencies), Twitter (Creators). + Brand attributes and awareness with key results that showed the way for the 2019 campaign, with an advertising film based on a real story and no longer fiction. Video production: Sentimental Filmes. CONTEXTWith a campaign already well established over the years, the challenge for 2018 was to go beyond advertise requests for books and the traditional advertising film. The answer developed in the strategy was to bring real stories, to balance with the fiction storyline of the advertising film. For the content, it was necessary to show the real power of encouraging reading in the lives of Brazilians from different places and realities. Rock in Rio 2017 https://ricardomj.com/Rock-in-Rio-2017 Thu, 01 Apr 2021 20:07:27 +0000 Ricardo Mattos Jahn https://ricardomj.com/Rock-in-Rio-2017 <img width="2880" height="1618" width_o="2880" height_o="1618" data-src="https://freight.cargo.site/t/original/i/acaee5c6e608a3b6ef9930009caa77509b7720a8965ab1513030961f154400f3/rir_17.png" data-mid="104935928" border="0" data-scale="82" src="https://freight.cargo.site/w/1000/i/acaee5c6e608a3b6ef9930009caa77509b7720a8965ab1513030961f154400f3/rir_17.png" />  Itaú / Rock in Rio  My Role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social and on the festival, Social Media and Influence/Creators; Creative Idea and Script for the Pabllo Vittar "Instagram Hack"; Partnership with the media team in the strategy and execution of content distribution; Team management: Africa and Sunset (agencies), Twitter (Creators). + Top of Mind Brands Ranking of the festival; Brand attributes and awareness with key results. Video Production: Idea Fixa. CONTEXTEnhance awareness and brand attributes, connecting Itaú with the language of Pop culture, with more representativeness and diversity. The content was aimed to cover stories from different experiences of artists, photographers and the festival's audience. Through this strategy, the brand showed how the festival brings differences together and how the brand supports and encourages this relationship.The live content worked so well that it resulted in the campaign closing film.         <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/405bdc64ba07143d168e4c39e4052bf8bfcab1b2fd65c30a11f0b813a0bc7578/insta_01.png" data-mid="104935714" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/405bdc64ba07143d168e4c39e4052bf8bfcab1b2fd65c30a11f0b813a0bc7578/insta_01.png" /><img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/10815f60e4060c0c69de6a798bf7baae3f9bbfe0acd6c459a7937bffcf8a37ac/insta_02.png" data-mid="104935715" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/10815f60e4060c0c69de6a798bf7baae3f9bbfe0acd6c459a7937bffcf8a37ac/insta_02.png" /><img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/a6d0515e58155b81f96cba579a8f49dcc502a902639cd576352fcaa1eb1691ba/insta_03.png" data-mid="104935716" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/a6d0515e58155b81f96cba579a8f49dcc502a902639cd576352fcaa1eb1691ba/insta_03.png" /><img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/4784845a66b0024f37beda733786382490501279052d12cb831be24c6590d79b/insta_04.png" data-mid="104935717" border="0" data-scale="25" src="https://freight.cargo.site/w/1000/i/4784845a66b0024f37beda733786382490501279052d12cb831be24c6590d79b/insta_04.png" /> Cif na Cozinha https://ricardomj.com/Cif-na-Cozinha Thu, 01 Apr 2021 20:08:17 +0000 Ricardo Mattos Jahn https://ricardomj.com/Cif-na-Cozinha Unilever / Cif Na Cozinha (2015) My Role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social; + Brand awareness with key results. CONTEXTCIF was one of the sponsors of the program and aimed to build brand awareness. I developed a strategy to position the brand as the “chef” of kitchen cleaning, producing content covering the program from this perspective. With this directional, I created the project “CIF in the Kitchen”, a promo in which people sent the recipes that would have the greatest potential to dirty the kitchen. After defining the 3 participants of a final, we made a film as a short version of Masterchef TV Show, with one of the hosts, Chef Jacquin, where he chose the best recipe. Chantibon https://ricardomj.com/Chantibon Thu, 01 Apr 2021 20:12:17 +0000 Ricardo Mattos Jahn https://ricardomj.com/Chantibon Unilever / Kibon / Chantibon (2015) My role: Concept and Creative, with Fernando Diniz CONTEXTFor the relaunch of a Kibon classic from the 80s, we brought a national icon from that decade, Kid Vinil, to redesign his own hit song “Tic Tic Nervoso”, with the context of the brand and product. In addition to the clip, the artist was also part of the digital campaign, with different skits and content for social network. #FoliaSimXixiNão https://ricardomj.com/FoliaSimXixiNao Thu, 01 Apr 2021 20:13:23 +0000 Ricardo Mattos Jahn https://ricardomj.com/FoliaSimXixiNao  Unilever / VIM / #FoliaSimXixiNão (2015) My role: Concept and Creative of the project with Bangalafumenga (with Douglas Spernega); Social Media Campaign CONTEXTWith the objective of making the public aware of the importance of urinating in the bathroom, during Carnival, we developed an project with one of Brazil’s largest carnival organization, Bangalafumenga. Resultados Imbatíveis https://ricardomj.com/Resultados-Imbativeis Thu, 01 Apr 2021 20:14:21 +0000 Ricardo Mattos Jahn https://ricardomj.com/Resultados-Imbativeis Unilever / OMO / Resultados Imbatíveis (2017)  My role: Concept and CreativeCONTEXTTo reinforce the quality of the product and the almost "magical" results of cleaning, I developed a content storyline where the clothes are surprisingly cleaned. In order to work the concept on Instagram, we created custom pieces for the platform.